Gold's Gym Promo, Case study HEAVY BANNER by BleuBlancRouge Montreal

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Industry Sports and Health Clubs, Gyms
Media Promo & PR, Case study
Market Canada
Agency BleuBlancRouge Montreal
Creative Director Gaëtan Namouric
Art Director Sébastien Deland
Copywriter Guillaume Blanchet
Released November 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: GOLD'S GYM
Product/Service: GYM
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: BLEUBLANCROUGE, Montreal, CANADA
Entry URL:
Creative Director: Gaetan Namouric (Bleublancrouge)
Art Director: Sebastien Deland (Bleublancrouge)
Copywriter: Guillaume Blanchet (Bleublancrouge)
Media Strategy: Anne-Marie Buchanan (Bleublancrouge)
Web Developer: (Five - Creative Laboratory)
Media placement: Web Banner - Web - 01/12/2009

Results and Effectiveness
At the time this piece was submitted we still did not have any concrete quantifiable results.

Creative Execution
This banner appeared exclusively on the website, a channel that specialises in rebroadcasting sporting events, which makes it easy to reach our target market: men, women, anyone who has a particular interest in the world of sports. The banner gave surfers the chance to ‘work out’ on line. On top of being able to ‘lift’ the barbell, they were invited to add more weights according to their ability. Enthusiasts could see their efforts pay off if they kept at it, and for those surfing the web without much opportunity to go to the gym, the gym simply came right to them. (This banner was optimised for MAC users, PC users are invited to experience the video through the provided URL)

Insights, Strategy & the Idea
For many years Gold’s Gym has been a permanent fixture in the world of sports and fitness. The Gold’s Gym name is unquestionably synonymous with working out. In other words, there is no longer any need to further explain or promote their reputation. Using this banner during the wintertime, normally a season when sporty types in Quebec work out indoors, certainly added a playful dimension to the campaign. The barbell is an integral part of the Gold’s Gym logo and a symbol representing sports and fitness, working out at the gym, the weight room and all the effort it entails. The barbell is an icon that speaks to everyone, athletes and non-athletes alike. As novices could see the navigation bar turn into a set of barbells, they had no choice but to conclude that it is actually not so hard to lift weights after all, even if it’s only virtual, but then again, everyone has to start somewhere.